IN a world where stories are increasingly consumed in fleeting scrolls and shrinking attention spans, there is something quietly reassuring about the weight of a magazine in hand – the feel of glossy pages, the deliberate pace of reading, and the sense that stories are meant to be savoured rather than skimmed.
For 20 years, Borneo Insider’s Guide (BiG) magazine has embraced that philosophy, offering readers a thoughtfully curated glimpse into the cultures, communities, and changing landscapes of the island.
What began as a simple idea rooted in curiosity has grown into a publication that mirrors the spirit of Borneo itself: diverse, vibrant, and constantly evolving.
Behind the publication is Wan Zainal Abidin Wan Mohd Shazali, a Kuching-born creative whose love for magazines and storytelling laid the foundation for what would become one of the region’s most recognisable lifestyle titles.
What began as an idea sparked by curiosity has grown into a platform that documents the people, places, and cultures that make Borneo unique.
In this exclusive feature, Wan Zainal shares how a simple love for magazines grew into a publication that continues to celebrate the spirit of Borneo, one issue at a time.
For the love of magazines and great stories
Wan Zainal said BiG magazine started from his early love of magazines and great stories.
After moving to Brunei in 1992, he began to notice a gap – especially for a Brunei-based magazine.
“I love flipping through the glossy pages of magazines like Wallpaper, and I just thought, ‘Why not?’ That itch stuck with me, and it became the first iteration of the magazine,” he said.
As an interior designer, Wan Zainal explained that part of what he does is create a story through the design of a space in an abstract way – and this core aspect translates well into publishing.
“I really started out writing all the content myself with a designer and a small team, so it was a lot of work juggling my day job while building the magazine. The idea began as Brunei Insider’s Guide, and it was a great spotlight on Bruneian culture and happenings.
“What was amazing is that we managed to show readers that Brunei has a vibrant community of people with a rich cultural background worth exploring and showcasing,” he said.
Wan Zainal eventually decided to incorporate more stories from Borneo, and the magazine underwent a rebranding to its current name – Borneo Insider’s Guide.
He pointed out that the island truly has much to offer, and the magazine has built up a strong readership base in Brunei, Sabah, and Sarawak.
“At one point, we were distributing over 30,000 copies across the three locations, and it makes me very proud to say that this really is a local product built on the backs of team members almost entirely from Brunei,” he said.
Originally from Kuching, Wan Zainal has the unique blessing of having lived in both the Malaysian and Brunei portions of Borneo long enough to call both his home.
When he decided to widen the scope to cover Borneo, it was to accommodate the growing base of readers, including expatriates, tourists, and foreigners looking to learn more about the island.
“I wanted to make sure that readers could get the ‘inside scoop’ on things here. Borneo is an island that is connected and wonderfully diverse, with many indigenous tribes, cultures, and faith backgrounds.
“Hopefully, the magazine today shows that the third-largest island in the world is worth seeing for yourself,” he said.
Two decades and counting
Expressing his gratitude at BiG magazine reaching its 20-year milestone, Wan Zainal said the achievement is especially meaningful, having witnessed a sizeable number of other magazines crop up and fade over the years.
He revealed that BiG magazine is, in fact, the last publicly available and independent print magazine in Brunei – a feat not to be underestimated.
“The last decade or two has been a wild ride. The landscape of media and storytelling is incredibly different today, yet the core of what makes a great story – and what defines a great writer or visual artist – is something artificial intelligence (AI) simply cannot beat.
“However, we really owe it to our loyal readers, who keep asking for more,” he said.
Wan Zainal said Borneo now has a more prominent profile in the international community, with people as far afield as the United States, the United Kingdom, and Russia not only knowing about the island but reading BiG magazine to keep up with life here.
He said this is the fruit of the growing interconnectedness of the world and the rise of the digital age.
“Having said that, 64 pages can only show so much, and I believe visitors would be surprised at how modern Borneo truly is. There is rapidly expanding infrastructure set to connect all three nation-states – Brunei, Malaysian Borneo, and Indonesian Borneo – more seamlessly, a development that is perhaps not yet fully reflected,” he said.
When asked which issue has best captured the spirit and purpose of BiG magazine, Wan Zainal said it was their first and current Jan-March 2026 editions.
“Having weathered the magazine and business through 20 years of a rapidly changing landscape, I feel so nostalgic looking at the first print we ever did. It was cobbled together with blood, sweat, and tears, but it represented the huge opportunities in front of us.
“The current issue, where we have implemented a revamp and change in strategy for the magazine, really exemplifies how we started to share about Brunei – just in a more grown-up way. Think BiG 2.0,” he said.
On the magazine’s recent recognition for the Excellence in Travel Publishing and Tourism Promotion Award at the Brunei Tourism Industry Awards and Appreciation Night, Wan Zainal described it as a huge honour.
“We are grateful to receive the award. It is always a huge honour to be recognised, and it gives us the motivation to do more great things,” he said.
Renewed hopes for the print industry
While the print industry is often described as a ‘sunset industry’, Wan Zainal is optimistic that publications like BiG magazine will not become obsolete, as studies show the return of physical reading.
He admitted that it is challenging to maintain print as their core business, but he believes it can coexist with digital media.
“The magic of holding actual pages in your hand never gets old, and it’s those stories that tend to stick around in your mind long after. Short-form content is designed to be just that – catchy and easy to consume – but it’s still on a device.
“This means you are likely to be doom-scrolling, or you get information fatigue because, with millions of voices on a portal, the messaging easily gets lost or forgotten,” he explained.
Noting that BiG magazine is a great read for all ages, Wan Zainal said they cover lifestyle and culture in a general and appropriate way.
He also said readers can pick up BiG magazines long after they have been distributed, with longevity extending well past the issue period.
“I don’t think I have ever heard of a parent complaining that their kids read too much,” he said in jest.
Acknowledging that AI and the internet are indeed a double-edged sword, Wan Zainal firmly maintains that the print industry is not dead, stressing that stories never run out as long as writers continue to use their imagination and passion to drive storytelling forward.
“It is a very fine balance to sustain, as AI and the internet have really helped and hurt us at the same time. I believe it will certainly get more challenging as AI becomes integrated into our lives, but as long as you have integrity at the backbone, all should be well,” he said.
